H&M is known for many things — trustworthy trends, sustainable styles, knockout collabs, and now bridal?
Named as one of the world’s most ethical companies of 2016, H&M is bursting at the seams, paving the way with new partnerships, releases, and cutting edge concepts for its customers. Not long after H&M fans embraced H&M beauty and cosmetic products, has the international mega-retailer announced wedding dresses as a bonus within its new Conscious Exclusive Collection available in 180 stores worldwide and online April 7.
The collection, appealing to one’s more historical senses, is launching to coincide with the opening of the exhibition Fashion Forward – 300 years of Fashion at the Muse?e des Arts De?coratifs in Paris, paying homage artistically by displaying modern historic charm and sophisticated elegance through sustainable pieces.
“Working with innovative sustainable materials and ornate embellishment, the collection is a layering of references, shapes and textures topped off by intensely decorative accessories and deco-inspired bijoux,” says Ann-Sofie Johansson, Creative Advisor at H&M.
Fluid silhouettes, arty kaftans, and sculpted skirts define this collection that colorfully blends the world of art and fashion, making the high end wedding dresses a sculptural centerpiece. Artistic prints feature marble drapings, trompe l’oeil paintings, and inspiration by the archival fashions of the exhibit, such as the liquid dress adorned with Botticelli’s Three Graces.
“One of my favorite pieces from the collection is the mini asymmetric dress that was inspired by a painting by Gustave Moreau. I love the mix of a conscious, sustainable fabric and an old painting. It’s great to be able to have sustainable clothes that still look red carpet-ready,” Julia Restoin Roitfield, the face of the campaign, notes.
But while we’re fawning over the new Conscious Exclusive Collection, let’s get to the heart of the matter which involves the reveal of three wedding dresses for H&M (pictured above). “A feast of lightness and embellishment materialized in dreamy, draped lines — [this is] for the bride wanting to be beautifully dressed as she is conscious.”
Releasing worldwide April 7, the wedding dresses are as simple as they are elegant, appealing to the heart of the traditional H&M customer. Only time will tell how well the concept translates, but if history is indicative of anything, these dresses will fly off the racks in no time.
To view the complete H&M Conscious Exclusive Collection or the H&M wedding dresses, browse through the slideshow above. All pics used courtesy of H&M.